How many times did you get distracted already today?
It’s no secret that we need to communicate quickly, briefly and on point to grab the attention of folks in a near constant stage of distraction. That’s been one of the most significant fundraising challenges since the advent of the Internet, compounded over time by our reliance on more content on more platforms on more devices more of the time. But the first step to connecting in our age of distraction is understanding what’s going on.
Consider your habits. How much attention do you give your 8-year-old daughter’s first-time request to host a sleepover, your BFF’s distress over her mom’s increasing dementia, or your colleague’s wrangles with her boss? For most of us, the answer is “not as much as I would like to.”
There’s no better way for your organization to get your supporters’ and prospects’ attention (media attention, too) than piggybacking on what’s already top of mind. Your people are already thinking on this stuff, so are far more likely to connect with your campaign than at any other time. Relevances rules!
So, make the most of Mother’s Day—you still have time if you act now. Mother’s Day campaigns are right-things, right-now marketing and I’ve seen some fantastic examples from nonprofits like yours in recent years. Take a look and act NOW:
Watch it and weep, with laughter and recognition (if you’re a working parent, or overloaded in any other way). That’s definitely me! Is it you? This video from Make It Work—a community making things better for hardworking women, men and families across the country—works wonders. It: READ MORE
Get this! Media recluse Bob Dylan recently gave his first interview in a few years…to the AARP magazine.
Dylan and his handlers were being crafty, not crazy, here. Dylan’s just-released album, Shadows in the Night, is 100% Sinatra covers. “Bob…wanted to reach the AARP audience. And he thought that this record would be more appreciated by people who had more wisdom and experience in life,” says Robert Love, publisher of the magazine.
I’m a huge fan of the charity clearinghouse GlobalGiving, and have donated through them several times to causes I wouldn’t have been able to connect with otherwise.
That’s GlobalGiving’s sweet spot—connecting donors like yours (and you, and me) with causes that we may not find, know of and/or be able to easily donate to. They do a fantastic job of it: Since 2002, GlobalGiving has raised $151,783,082 from 407,034 donors who have supported 10,812 projects.
There’s no better way for your organization to get your supporters’ and prospects’ attention (media attention, too) than hooking into what’s top of mind. Your people are already thinking about these topics and issues, so are far more likely to connect with your campaign than at other times.
That’s right-things, right-now marketing and I’ve seen some fantastic Mother’s Day models from nonprofits like yours in the last few weeks. Here are two of the very best:
Here’s the hot-off-the-presses story I just received from Leili Khalessi, Communications Manager at RedRover. Leili and her colleagues have done a terrific job responding to the deadly tornadoes and torrential rains that are wreaking havoc with our lives, and those of our pets.
The response has been great—Leili reports that local agencies have shared RedRover’s disaster-related resources via Twitter and other channels and the org’s 15,000+ Facebook fans have been sharing its disaster-resource & assistance graphic far and wide. “We’ve also received some press inquiries from pet-related publications because of our coverage on the tornadoes,” says Leili.
You can bet folks will remember RedRover’s help and moral support, with donations, loyalty and more. Here’s what Leili and team did, and how they made it happen quickly and effectively. READ MORE
Update: Thanks to community member Phyllis Nunkis who brought 4 Kids’ deceptive practices and false advertising to my attention. Kids4Kars doesn’t meet the Better Business Bureau’s standards for Charity Accountability, and the organization has been the subject of many, many complaints from consumers over the years. It is unfortunate to see smart, creative marketing used for the wrong purposes,” says Phyllis.
She’s 100% correct, but the best response we can have is to use this effective model to spur our own marketing innovation. Go to it!
What a morning! Our daughter, Charlotte, is off to her 5th-grade camping trip today and woke up with a challenging combo of anxiety and excitement—about having the right clothes, the weather, and every other facet of the trip she could imagine. Between us, it was a nightmare getting her out of the house this morning and a huge relief to watch the bus pulling away.
So how timely that that I saw this Kids 4 Kars campaign first thing today. Talk about getting my attention!
You know it, and I know it. Connecting with your audience is harder than ever. And that means more of your org’s messages than ever before are ignored or deleted.
So how do we cut through the noise? And how do we motivate donors to donate and supporters to take action? We have to make our messages relevant.
That’s right-things, right-now marketing and I’m thrilled to introduce you to our Empathy Map tool to help you get there!
Note from Nancy: This Empathy Mapping technique is the perfect complement to developing personas—learn how to do that here. Then put your results together and you’ll have a 360-dgree profile of the folks you want to engage. That’s right-things, right-now marketing, and that makes you a 5-star messenger! READ MORE
Some of you may remember my stories about my wondrous Great Aunt Frances. We grew into close friends over the years I lived a few blocks from her in NYC.
Aunt Frances was fantastic—a warm, loving, down-to-earth lady who’d had many life adventures and was a fantastic cook.
Her stories of life as a girl in the Bronx—where her mother stored the live fish bought to make gefilte fish each Shabbat (the Jewish sabbath) in the bathtub overnight—were memorable. So were those she shared from her life as a young teen (I wish I could find that picture of her playing the violin on the rooftop of their Lower East Side tenement), briefly-working young woman, and long-term mother, grandmother and great-grandmother. On top of that, she forced her delectable homemade cookies on me on every visit, as only a Jewish grandmother can. Who could resist?
Aunt Frances passed away recently at the age of 107 1/2, and I’ll miss her greatly. But she’s left me—and so many others—with so much.
Today, I want to share three relationship-building skills I learned from Aunt Frances. Take her lead to strengthen your nonprofit marketing approach, and results: